Marketing should not be confused with sales. While sales is indeed a part of marketing, effective marketing eliminates the need for constant sales calls. With a solid marketing strategy in place, you’ll be able to focus on fulfilling orders and selecting the projects you wish to undertake instead of chasing after customers and worrying about the upcoming month’s expenses.
In essence, marketing isn’t about selling. Rather, it’s about creating an allure for potential clients and then meticulously separating the wheat from the chaff to pinpoint your optimal clientele. The strategy involves consistently showcasing your products or services to high-potential leads until they’re ready to make a purchase.
Further, marketing involves keeping your leads engaged with informative newsletters and emails. These communications should not be aggressive sales pitches but offer valuable, free information they eagerly await. In this way, you transition from being perceived as an intrusive nuisance to a welcomed visitor in your prospects’ homes. This is the essence of marketing, not sales.
Undeniably, the ultimate objective in the world of business is making a sale. There’s no way to earn a single cent without making a sale. The function of sales is pivotal in any business. It’s the crux of all business activities. However, your role is no longer that of a salesperson but a marketer, and the difference between the two is vast.
Successful marketers are known for their wealth, while salespeople are generally recognized for their struggles, much like the character Willie Loman from Arthur Miller’s “Death of a Salesman.” It’s a grim tale; you certainly don’t want to emulate Willie Loman. Instead, aspire to be like Bill Gates, Ross Perot, or Donald Trump. These individuals are marketers, not salespeople. They don’t make sales calls.
Whether you’re in a role that requires selling cars or houses, never perceive yourself as just a salesperson. The most successful sellers are, in fact, marketers. They don’t waste time and energy knocking on doors and making cold calls. Marketing represents working smart while selling often symbolizes hard, unproductive labor.
Embrace the role of a marketer over that of a salesperson. Immerse yourself in the study of marketing; make it a part of your daily life. By doing so, your life will not only be more enjoyable but also more profitable.
In essence, marketing is your game plan, navigation system, and method. It entails all the preliminary work and conditions that eventually lead to a sale. If your marketing is done correctly, you won’t need a team dedicated to sales. What you will need are customer service personnel and order processors. You’ll need a system capable of managing the surge of business that appears as if, by magic, seemingly self-propelled and from nowhere. However, it isn’t magic or spontaneous.
The clients and customers who will flock to your company and inundate your business are the byproducts of meticulous planning and implementation of a comprehensive marketing strategy.
Most firms have separate marketing, product development, and customer service divisions, often seen as distinct entities. It’s not uncommon for the product development team to have no interaction with the marketing team and vice versa. Simultaneously, customer service personnel are often overlooked and seen as mere clerical staff.
Administrative professionals are also responsible for tasks like accounting, general maintenance, and ensuring everyone has the necessary office equipment. Often, these administrative personnel have little understanding of the company’s core functions, let alone its marketing strategy.
Marketing should never be compartmentalized into a “division” or “department.” Instead, the entire organization should be centered around marketing. Every member of the company, including the receptionist, plays a crucial role in marketing. A receptionist is not merely a low-wage employee; they are integral to your marketing efforts.
Of course, if you are a small business or a one-man band, you still have all these departments, but fewer people are doing all the work.